Nielsen Story

Broadway.com has joined forces with Nielsen Entertainment's National Research Group, the leading market research and consulting firm for the motion-picture industry, to form Live Theatrical Events. This new joint venture will be a groundbreaking new company designed to deliver custom research and audience measurement services for upcoming theatrical ventures.

Working alongside Broadway producers and marketers of theatrical productions, Live Theatrical Events will provide a variety of services at various stages in the development of new works. From the early idea stage, the company will study the viability of a show and offer market research to assist in the positioning to the current marketplace. Once a show is in previews, Live Theatrical Events will offer other services, including custom surveys of select audience segments. The company's client list and research results will be held in strict confidence.

Broadway.com president Matt Kupchin explained: “Through Nielsen Entertainment's NRG and Broadway.com, theatrical producers will have access to the experience and resources of two of the industries' leaders. Nielsen Entertainment's proven track record bringing success to key entertainment verticals makes them the natural research partner, while we at Broadway.com offer our industry expertise and demographically diverse audience in the world of theater.”

Nielsen's Joseph Craig, who will serve as general manager of Live Theatrical Events, added: “Live will, for the first time, provide Broadway producers with unrivaled perspective from which to steer business decisions using our suite of audience research services.”

A division of Hollywood Media Corp., Broadway.com was launched in 2000, quickly becoming one of the most comprehensive and widely used editorial outlets covering the New York theater scene. In addition to extensive news, reviews, interviews, photos and video of all things Broadway, the site is one of the industry's largest ticketing outlets. Using the signature toll-free number 1-800-BROADWAY, Broadway.com offers consumer and group ticketing for all Broadway shows as well as most London and off-Broadway venues; hotel, restaurant and theater ticket packages and gift certificates. In 2004, Broadway.com's ticketing division reported revenues of $59.7 million, up 14.2 percent from $52.3 million in 2003.

Live Theatrical Events is currently looking for individuals to join its panel of online theatergoers. These members will be the first to find out about upcoming Broadway projects in addition to providing valuable feedback that will directly affect the scope and direction of future projects. To find out if you qualify and for more information, visit LiveTheatricalEvents.com.